In this blog, we're going to look at 14 social media terms that every chiropractor should add to their lexicon.
Social media has become ubiquitous in today’s culture. It’s now a common channel to connect with people just like direct mail and telephone calls from the days of old. As such, it’s important to speak the lingo. We’ve put together this glossary of social media terms that every chiropractor should know.
1. Click-Through Rate (CTR)
Is the number of clicks on a post divided by the number of impressions. A higher click-through rate, i.e. a higher percentage, indicates that people are more engaged with whatever content was posted. A study by strikesocial says that a CTR of 2% is solid.
A comment is a response or reply to a post. If someone is compelled enough to leave a comment on a post, then that post spurred some sort of action and discussion. Hopefully, it was positive discussion! Sometimes, you'll see posts spurring negative conversations.
A conversion is when someone submits information via a form fill on a website or landing page. If you have a social post linking to the contact us page on your website, then a conversion would be any time someone clicks on that social post, goes to your contact us page and submits the form.
4. Conversion Rate
Refers to the percentage of people who filled out a form. An article from Adweek mentions that social media traffic has an average conversion rate of 0.71 percent.
5. Direct Message (DM)
A DM is when someone sends a message directly to your inbox so it’s a private conversation. If someone slides into your DMs, it's a great opportunity to connect with them on a more personal, individualized level.
6. Engagement Rate
Engagement describes an interaction with a social post - likes, shares, comments. The engagement rate is measured by number of engagements a post receives dvided by the number of impressions the same post received. For example, a post was seen 100 times, and it received 2 shares, 1 comment and 7 likes (10 engagements). Then the engagement rate would be 10/100 or 10%. This would be an extremely high performing post because a solid engagement rate is anywhere between 2 to 5%.
Follower refers to someone who subscribes to your account and sees your updates. The more followers you have, the larger the reach you'll have as well. With more followers, it increases the chance that someone will like, share or comment on one of your posts, which will then broadcast their action out to their networks. You'll be able to get impressions of non-followers as well without paying for ads.
A handle is the @username that is used for social media accounts. Handles can be for personal, business or organizational accounts. It's not uncommon for people or businesses to have multiple handles.
Hashtag is a word or phrase preceded by “#” that social networks use to easily categorize information and make it searchable. Using hashtags with your posts is another great technique to boost traffic organically. If your account is public and you post with a hashtag like #chiropractic then anyone who searches for that hashtag on Instagram, Facebook, LinkedIn and Twitter and they will see your post in the feed.
Impression is every time a post appears on someone’s screen. An impression doesn't necessarily mean someone read your post. They might have skimmed by it, but it does mean that at least it was in their feed or on their screen.
A like is an easier interaction than a comment; a like button is a quick way to show approval. The more likes a post gets the more popular it is. Social media will favor these posts for positioning them in users feeds.
This is when someone shares another account’s post or tweet. If someone likes your post enough to share it, that's good for a couple reasons. 1) Your content is resonating with your audience and 2) It will increase the reach of the post so now the network of the sharer is now seeing your content, too!
A story is a newer type of post on Instagram and Facebook where people can share a post for 24 hours before it disappears. People have gotten really creative with stories. It's a great way to try a flash special.
A tag is a link back to a person shown in a post or a profile targeted. Tagging people in photos (with their permission) is a great way to showcase your practice and yet another way to organically increase your reach.
As always, I hope you found this blog post helpful!